Our story
Soul of Lapland is born from a deep pride in local life and our own roots here in Rovaniemi. We don’t look at Lapland from the outside — through tourism trends or expectations. We experience it from within: as everyday life, as people, and as a way of being in the world. Our experiences are not designed for crowds but for authentic connections.
For us, locality is not a theme or a concept
Locality is the starting point for everything we do. Our guides live here in Lapland. Our stories, materials, partners, and ways of working all grow from the same place — this land and the lives lived here. Through long-term, responsible relationships with local people and small companies, we craft experiences that feel natural, personal, and true to Lapland.
At the heart of Soul of Lapland is a human-to-human way of thinking
What matters most to us is not the program or performance, but the encounter itself — presence, shared time, and genuine interaction. Experiences are not something to be rushed through or completed. They emerge naturally from the rhythm of nature, from working with our hands, from silence, and from small moments experienced together.
Our sense of beauty is honest and unforced
Lapland’s nature, real places, and authentic materials are allowed to be beautiful just as they are — without exaggeration, pressure, or artificial “wow” effects. What you’ll feel with us is warmth, openness, and good energy, balanced with calmness and humility toward nature and other people.
Responsibility is not a separate promise or campaign for us
It is simply part of everyday life. It shows in how we meet people, how we move in nature, how we work with local partners, and how we care for the places we visit. We travel at a gentle pace, use high-quality equipment, and make choices that support local life and long-term wellbeing.
We simply invite you in
We don’t shout. We don’t over-explain. We simply invite you in — and leave space for you to feel what it’s like to spend a moment close to the soul of Lapland.
Your Guides in Lapland:
Veli-Matti
CEO | Your Guide in Lapland
Lapland has been Veli-Matti’s home, workplace and greatest source of inspiration for more than 25 years. With a background as a safari guide, tourism professional and entrepreneur, he combines local knowledge with a passion for authentic experiences and high-quality hospitality.
At Soul of Lapland, Veli-Matti brings together his experience in tourism, construction and destination development to create places and experiences that reflect the true spirit of the North.
Favourite place: His local neighborhood lake in early autumn — fishing from a boat while watching the Northern Lights above.
Outside work: Spending time outdoors, working on building projects and exploring Lapland year-round.
The soul of Lapland: “Nature, genuine hospitality and the feeling of discovering something truly authentic.”
Rosa
Co-founder | Your Guide in Lapland
Born and raised in Lapland, Rosa is passionate about nature, old stories and genuine human connection. As a mother of two, she especially values the simple moments that bring people together.
For Rosa, Lapland is not about rushing from one attraction to another. It is about silence, space to breathe and a slower rhythm of life shaped by nature and the changing seasons.
Through Soul of Lapland, she hopes to give guests the chance to slow down, reconnect and experience Lapland as locals know it — peaceful, authentic and meaningful.
Favourite place: The lakeside sauna at Lehtojärvi or the top of Karhuvaara overlooking the lake.
Outside work: Nature, photography, old stories, creative projects and time with her children.
The soul of Lapland: “Places where time slows down and we remember what truly matters.”
Mirjami
Experience Coordinator | Your Guide in Lapland
A true-born Rovaniemi local and nature enthusiast Mirjami has always felt a deep connection to Lapland’s nature. As a child, she joined her grandfather on mapping trips and learned to respect nature’s rhythms. Inspired by her grandmother, she developed a love for handicrafts and natural materials. She studied forest biodiversity and later trained as a horticulturist.
In her free time, Mirjami explores nature with her dogs throughout the year. In winter, she skis and snowshoes; in spring, she photographs nature awakening; and in summer and autumn, she gathers wild herbs, mushrooms and berries.
At Soul of Lapland, Mirjami wants to share the diversity of Lapland’s nature and its unique rhythm through the changing seasons.
Favourite place: The landscapes along the Kemijoki River and around Viirinkylä, where childhood memories and nature come together.
Outside work: Exploring nature with her dogs, skiing, snowshoeing and gathering wild herbs, mushrooms and berries.
The soul of Lapland: “Understanding and respecting the rhythm of nature.”
Jenny
Head of Sales & Marketing
Born and raised in Rovaniemi, Jenny has always been closely connected to nature. Childhood fishing trips, berry picking and summers at the family cottage taught her to appreciate the quiet rhythm of Lapland and the freedom of life outdoors.
At Soul of Lapland, Jenny wants to share the Finnish way of living close to nature — not as a special attraction, but as an authentic part of everyday life. Her wish is for guests to slow down, breathe deeply and experience the calm, simplicity and connection that make Lapland special.
Favourite place: Her summer cottage, where the lake, sauna and silence remind her what truly matters.
Outside work: Hiking in the fells and building her eco-friendly island cabin.
The soul of Lapland: “Stillness and silence — a moment when the call of a loon across a calm Finnish lake reminds me to be truly present.”